Another iPhone launch, another congratulatory slap on the back for Apple. That was until images of the buckled new phones appeared online. Swiftly followed by a rollout of a corrupt iOS8 software, with people unable to make calls.

A somewhat muted apology from Apple resulted in their stock collapsing by a staggering $20bn.

In a statement today, Apple has promised to replace faulty iPhone 6 handsets. But is this enough?

There's no doubt this PR nightmare has left Apple on the back foot. An unusual position for the brand and one that will leave them feeling very uncomfortable, no doubt.

But, what's next? How much will this cost them, not just financially, but in the mind of the consumer?

Time will tell.